Last spring, General Mills sent shockwaves through the agency world with the announcement it was launching a review of all its creative part ners for U.S. retail brands. Lucrative part nerships with power players McCann, Saatchi & Saatchi and Wieden & Kennedy were all under examination, all put on notice with a terse statement released by the company and attributed to no one in part icular: “We have a responsibility to ensure we have the right agency partners to continue growing our business, and agency reviews are a routine part of running a successful business today.” Continue reading on AMA.
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